Whenever a sports team is met with a modicum of success, there's always some thirsty-ass rapper waiting in the eaves, trying to surf down their coattails into commercial success. The sports team anthem is a plague.
Don't get me wrong. Sometimes it works. The Saints' 2009 "Who Dat Black and Gold" anthem by K Gates is a little dumpy, but ultimately jubilant and not too self-serious. There's also arguably the most successful anthem, Wiz Khalifa's "Black and Yellow," with just about the catchiest hook of 2011—though it's more about Pittsburgh than any of their black-and-yellow clad teams. And even E-40's 2015 Warriors anthem "Choices (Yup)" is charmingly bad. But Jeezy's new Cam Newton-inspired track, "Hit Um" released just yesterday is just... regular bad.
Just take a look at the lyrics:
Heart racin', blood racin', no hesitation
One word, determination
I was born a winner, you feel me dinner?
Rise and grind, yeah you know a successful breakfast
Got one goal, be the best, beat the rest
See champions, they win championships
Only champions gonna relate to this
No excuses, no regrets
Exercise, strategize, visualize
The whole thing feels like Jeezy went into a dentist's office, took down their successory posters, chopped them up, taped them together and called them lyrics. (What does "you feel me dinner?" even MEAN?!) The beat might be OK, if Jeezy wasn't awkwardly tripping over his own vocals, muddled with even more random people shouting in the background. The song has no negative space. Just clutter.
The whole thing is worsened by the fact that the hook is "hit them folks." He literally took the most dangerous part of football, isolated it and is now glorifying it. I know, I know—hitting is a part of the game, but, like, focus on something else, maybe? Oh, oh, oh, and he's basically used the whole thing as a commercial, shamelessly repping Under Armour in the lines, "Under Armour from my waist up / Under Armour from my waist down." Who is paying this man? Oh wait. It's actually just Under Armour. This is literally just a commercial. I mean, we're talking about the same guy who made hits like "I Do" and "Bang."
We were literally on the verge from escaping from the clutches of terrible, hollow years of hip hop—thanks to innovators like Vince Staples and Kendrick Lamar, using rap as protest again—and now you've gone and done this, Jeezy. Thanks.
I've got love for you, man, but you just phoned this one in completely. Gotta get paid, I guess.